MARKETING FINANCIAL SERVICES PEZZULLO M. Bankowa.pl

This university-level textbook covers the basics of marketing, presented from the point of view of financial institutions. It explains areas such as the strategic marketing process, developing a situation analysis, why and how to do market research, product strategy and new product development, pricing strategy, the difference between public relations and marketing, and more. It is illustrated with photographs of advertisements to emphasize certain marketing concepts.

Marketing Financial Services explains all the necessary marketing processes. Topics include: developing a marketing plan, promotion, delivery channels, sales and sales management, product development, research techniques, communications and public relations, and future trends. There is a special focus on customer satisfaction and service quality and on advancements in technology, such as the Internet, for new products, new delivery systems, and new advertising forms. The increasing importance of social responsibility, community support, and concern for the natural environment are discussed. And that is not all

Headers will learn:

• Demographic and psychological factors motivating customer purchases

• The complementary roles of different functional areas in the marketing process.

• The essential 4 Ps of marketing: Place, Product, Pricing, and Promotion.

Special Features:

• Real-life case studies from Bank Marketing Association members

• Additional resources available in print and on the World Wide Web

• Sample marketing plans, press releases, advertisements, and pages from the World Wide Web

• Glossary of key marketing concepts and terms

Paperback

410 pages

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